Max Verstappen kicks off Player 0.0 competition and teams up with Heineken

At Circuit Zandvoort this week, Max Verstappen launched the online game competition Player 0.0. In collaboration with brewer HEINEKEN, the world champion is raising awareness about the dangers of drinking alcohol when driving. “The best driver doesn’t drink, unless it’s 0.0,” said Verstappen. Player 0.0 is part of Heineken®’s global “When You Drive Never Drink” campaign, which is featured at F1 events worldwide. The Player 0.0 competition is a playful yet serious call to ensure safe driving. This message remains crucial; recent research* shows that over half of Dutch people have witnessed a family member or friend driving or cycling after consuming more than two glasses of alcohol. However, progress is being made, with over a third of Dutch people consciously choosing a 0.0 drink to participate responsibly in traffic. “We cannot emphasize enough that zero tolerance is the standard in traffic,” said Evert-Jan Hulshof, Director of Veilig Verkeer Nederland. “There is still a long way to go, and each year new young adults take to the roads. Heineken®’s creative approach, in collaboration with role model Max Verstappen, greatly helps in conveying this important message.”

Research also shows that many Dutch people still find it challenging to turn down a drink in social situations, such as at a party, or feel the need to justify their decision. This is particularly true among those in their twenties and thirties. The good news is that 88% say they don’t feel social pressure to drink alcohol when they know they have to drive afterwards.

Maarten Schuurman, General Manager of HEINEKEN Netherlands: “Fortunately, we’re heading in the right direction, and this figure shows that the ‘When You Drive Never Drink’ message is being increasingly followed.” However, there is still progress to be made, as some people continue to drive after drinking. For us, zero is the standard: if you’re getting behind the wheel, you don’t drink beer unless it’s a 0.0. With our Player 0.0 game and campaign, we aim to raise awareness and bring this message to life in an interactive way through the Player 0.0 competition. Together with Max, we emphasize how important it is to make the right choice.

Growing Preference for 0.0 Among Drivers

Despite the social pressure surrounding alcohol consumption, the vast majority of people (76%) say they don’t find social situations any less enjoyable when they choose not to drink alcohol. The number of Dutch people opting for 0.0 beer or other alternatives is on the rise. The wide availability of 0.0 beer makes it easier for many (85%) to be the designated driver (“Bob”) and choose alcohol-free beer when they still have to drive. Over a third of Dutch people have increased their consumption of alcohol-free beer in the past five years, especially among young people (45%) and millennials (48%). When asked why they drink 0.0 beer, 40% of Dutch people say it’s because they enjoy the taste, while 35% see responsible participation in traffic as a key motivator for drinking 0.0. Among millennials, this figure rises to 46%.

Max Verstappen Scores First Points in Mobile Game

On a large screen in the fanzone at the Zandvoort circuit, Max Verstappen set the first score in the Player 0.0 game. He then challenged former F1 driver Giedo van der Garde, sim-racer Maxime Bijmans, Radio 538 DJ Jordi Warners, and influencer Pieter Valley to beat his time. Earlier in the afternoon, Max spoke during a talk show hosted by Hélène Hendriks about his role as an ambassador for Heineken 0.0 and the importance of responsible alcohol consumption in traffic.

About Player 0.0

Player 0.0 is part of the broader collaboration between Heineken® and three-time Formula 1 World Champion Max Verstappen. As the global Heineken® 0.0 ambassador, Verstappen is once again raising awareness about responsible alcohol consumption this F1 season and features in Heineken®’s “When You Drive, Never Drink” campaign. Verstappen states, “As a Formula 1 driver, you’re constantly making the right choices, both on and off the track. Safety is crucial for success. I’m proud to promote responsible alcohol consumption to motorsport fans worldwide as a Heineken® 0.0 ambassador. The Player 0.0 competition is part of this initiative, and I hope everyone enjoys playing the game while also reflecting on the important message behind it.”

Playable on Any Mobile Device

The new game is available to everyone and can be played on any mobile device. Speed doesn’t matter in this game; it’s about who drives the safest. The real winner, both on the road and in the game, is the one who hasn’t been drinking. The top twenty drivers with the best scores will win two tickets to the Formula 1 Heineken® Dutch Grand Prix 2025 and have a chance to meet Verstappen during an international Player 0.0 event in Madrid. For more information on participation and the rules of the new mobile game, visit http://www.heineken.nl/player00.

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Max Verstappen kicks off Player 0.0 competition and teams up with Heineken

Growing Preference for 0.0 Among Drivers

Max Verstappen Scores First Points in Mobile Game

About Player 0.0

Playable on Any Mobile Device

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